June the 16th, 2021 - The Zagreb company Bellabeat, a Croatian startup which has gained traction and a lot of attention as time has gone on, has presented its brand new smart bracelet.

As Novac/Bernard Ivezic writes, Bellabeat initially started producing smart bracelets seven years ago, of which, according to Business Insider, Leaf Urban and Leaf Chakra were named the best pieces of smart jewellery in the entire world back in February. The company has since completed the development of a new smart bracelet named Ivy. There are more than 50,000 pre-orders for it already, and this also means that the Zagreb company Bellabeat has more than 50,000 new subscribers.

Namely, with the creation of this new smart bracelet, the Zagreb company Bellabeat is changing its business model, and now its bracelets include a monthly subscription.

Sandro Mur, the co-founder and CEO of the Zagreb company Bellabeat, explained that Ivy better monitors heart and respiratory health, enabling the company to provide its customers with better quality information not only about their physical health but also their mental health, which is often forgotten about but is just as important.

Twenty long months of development...

''We're very proud of the new Bellabeat product, which we've been designing and perfecting for more than 20 months to come to a solution that is perfectly aligned with all the needs of women today,'' says Mur.

He explains that Ivy measures calories, distances, active pulse, exercise intensity during the day and monitors meditation, and at night it monitors sleep duration, sleep quality, resting heart rate, respiration and heart coherence. Based on the above and additional data collected through the app, Mur states that they offer a range of indicators on body readiness, wellness and even menstrual cycle.

''Ivy has advanced sensors to measure steps and active time spent, as well as all other parameters it monitors, and the design, which is aimed at women, offers them the chance to monitor their body dynamics throughout the day to allow them to better understand their own body and individual needs better than any other similar product on the market,'' says Mur.

In saying that, he is primarily thinking of the loudest competitor in the segment of smart items - Apple. The Zagreb company Bellabeat, for example, claims that its smart device can estimate when the user should give up on doing their next exercise due to exhaustion and a risk of becoming unwell. This assessment is made by advanced algorithms developed by the Croatian startup itself, and are trained on what is probably the largest private health database in Croatia.

The company states that it has more than 100 billion sets of health data about its users. This is an extremely important piece of information because the more data a algorithm can be trained on, the more accurate it is. It isn't known how much Bellabeat smart jewellery has been sold to date, but the latest known data from 2017 indicates that it had then sold more than 700,000 pieces. This is a record that has not been surpassed by any other Croatian startup.

Mur, who recently announced he was raising a 10 million US dollar investment, is considering one acquisition and plans to go public within three years and sees an opportunity to open up the corporate wellness market with a new product.

''I think that we've become much more aware of our own health and the health of the people we work and are around, and that more and more employers and managers understand the importance of caring for employee health,'' says Mur.

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